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Fresh Marketing

Millennials represent the consumer market of the future. They are born after 1981 and are the most diverse generation to date.

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This in turn makes them a mystery to the marketing world. However, various recent studies have tapped into this generation in an attempt to understand their behaviour and beliefs and how brands can use this information to tailor their communication strategy to appeal to them. Millennials have grown up in noisy world; they have been bombarded with brand messages since birth which has developed them into a marketing savvy audience. So how do brands go about marketing to them? Recent studies have shone light onto this and developed common trends that directly apply to this generation. In short, they value business transparency, innovation and efficiency. However, above all brands must “rebel against the old way of doing things” (Deborah Patton, 2014) if they are to be successful in attracting this elusive audience. A company that has fully embraced this is Kipling. On 1st October Kipling will introduce their new loyalty scheme, ‘Kipling Friends’. Like other loyalty schemes ‘Kipling Friends’ will reward customers with points when they buy Kipling products, which can then be transformed into ‘smile points’. However, Kipling has taken this concept a stage further. ‘Smile points’ are also rewarded to those who interact with the brand via their social media sites. This innovative marketing scheme reflects the demands of the Millennial generation and should also significantly increase the brands awareness. It will be interesting to see if they achieve their desired result in the near future, but for now, get commenting on Kipling’s Facebook page! Rachel Petrovics Analyst at Innesco

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